From the Files

Why would anyone want to buy THIS?

Here are two bottles whose labels don’t quite say what they should (at least not in my opinion). Didn’t anyone in Sales or Marketing or Advertising read these words and think about what they really indicate?

Granted, the bottle label does say “for temporary relief of blah blah blah” under the BIG BOLD TYPE, but . . . I’d feel better if the name of the compound contained the word “RELIEF” right up there with the rest of the BIG BOLD TYPE. As for the box, well . . . ::sigh:: A quick glance at either of these caused me to wonder who in their right mind would want to buy leg cramps.

Think about what the consumer will read FIRST, and get the important information all in there together.